Tubular’s Social Video Week-in-Review: All You Cannes Eat

By Tubular Guest Contributor · June 25, 2021

Tubular’s Social Video Week-in-Review: All You Cannes Eat

Even though the event’s still virtual, all eyes were on the Cannes Lions this week as it doled out awards for the most creative brands. Check out the top insights from Tubular Labs below around Cannes, Amazon Prime Day and more in our week-in-review!

Catch Me If You Cannes

While looking over this week’s winners, at least some of the videos caught our eye. And they caught the attention of audiences as well on social video platforms. A glimpse of some of the honored video creative at Cannes — including Travis Scott and Fortnite’s collaboration which collected 158 million YouTube views back in April 2020.

Travis Scott and Fortnite Present Astronomical (Grand Prix, Digital Craft – Technology: Technological Achievements in Digital Craft)

MasterCard: True Name by Mastercard (Grand Prix, Brand Experience & Activation – Culture & Context: Market Disruption)

Lil Nas X: Old Town Road ft. Billy Ray Cyrus Official Movie (Grand Prix, Entertainment Lions for Music – Music Content: Excellent in Music Video)

Linear TV’s Social Needs

ICYMI, the Global Video Measurement Alliance recently released a report detailing how social video is a necessary complement to linear TV for brands, media companies and agencies to run national campaigns. As audiences continue to fragment, and as linear TV viewers age, social video bridges the gap and locates the harder-to-reach younger audiences currently tuning out of traditional media.

Need more proof? U.S. Social video reach across YouTube and Facebook grew by 55% from February 2020 to February 2021. Not too shabby — especially when compared to the concerns around TV viewership.

Sports Videos: Who’s Finding Female Audiences?

Across the pond, Great British Racing and Konbini Sports are ahead of the pack as the EMEA sports creators that attract the largest share of female viewers. An impressive 66% of Great British Racing’s audience is women. Success there and by other creators shows a clear untapped market for viewers in sports, which in the past has focused more on male audiences.

Globally, women’s sports videos grew 83% from late 2020 to early 2021 (versus a 26% increase for sports overall). So not only is there an underserved audience of female viewers, but all viewers want to watch more women’s sports content as well. Check out the U.S. sports report and EMEA sports report for more.

“Prime” Time Viewing

Hopefully you found some great deals during Amazon Prime Day this year. But even if not, there was something for you around the two-day event. Amazon’s Billie Eilish/H.E.R./Kid Cudi concert event drew millions of viewers on YouTube as the online retailer leans more into its entertainment side. You can read more about Amazon’s video presence and Prime Day overall in Forbes, too.

Check back next week for more of the latest social video trends.

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